TV Ads Now Rival Doctors in Driving Awareness of New Medications

A new study from Cadent, in partnership with The Harris Poll, shows that TV and connected TV (CTV) ads are nearly as influential as doctors in introducing consumers to new medications – a shift with major implications for pharma marketers. 

While physicians remain the top source for medication awareness (68%), 62% of surveyed Americans say TV and CTV ads now play a comparable role in shaping their understanding of new treatments. The survey included responses from over 4,000 US consumers, with a focus on multicultural groups including Hispanic, Black, White, and Asian audiences. 

“These platforms don’t just introduce new medications – they’re a critical driver of engagement throughout the patient journey,” said Bradley Deutsch, SVP at Cadent Health. 

Key Insights by Demographic 

CTV is leading for Hispanic Americans :Hispanic Americans are more likely to discover new medications via CTV ads (33%) than traditional linear TV (28%), suggesting a shift in screen preferences for high-impact awareness campaigns. 

Mobile drives immediate action: After seeing a medication ad on their phone: 

• 73% said they’d ask a doctor about a prescription 

• 71% would research an OTC product 

• 64% would make an OTC purchase 

AI-generated content is culturally sensitive

Black and Hispanic Americans show higher comfort levels with AI-generated pharma ad content – 61% and 57%, respectively – compared to White (38%) and Asian (37%) Americans. This points to an opportunity for culturally aligned...